STRATEGI KOMUNIKASI PEMASARAN DALAM BISNIS KULINER BERBASIS MIX MEDIA (STUDI DESKRIPTIF KUALITATIF FOODFEZT YOGYAKARTA)

SEPTIANA MAULINA RAHAYU , NIM. 09730043 (2014) STRATEGI KOMUNIKASI PEMASARAN DALAM BISNIS KULINER BERBASIS MIX MEDIA (STUDI DESKRIPTIF KUALITATIF FOODFEZT YOGYAKARTA). Skripsi thesis, UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA.

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Abstract

FoodFezt is a restaurant in Yogyakarta, which until now has loyal customers. Media strategy that used by FoodFezt is using media mix strategy, which utilizes a blend of conventional media and new media. In delivering promotional and marketing messages, each of these media has different marketing functions. Where conventional media more emphasis to the delivery of information to target consumers, while new media is used to create an interaction with the target consumer. In addition, marketing communications that conducted by FoodFezt also use cross communication. Cross communication is marketing communication approach that conducted by using type of media that have a proximity to consumer target, and puts consumers target as a marketing agent of a product. By creating a 'trend' through the media, a consumer will always talking about those product to their social environment, and then those product information become top of mind.

Item Type: Thesis (Skripsi)
Additional Information: Pembimbing : Drs. Bono Setyo, M.Si
Uncontrolled Keywords: Keyword: FoodFezt; media mix; cross communication
Subjects: Ilmu Komunikasi
Divisions: Fakultas Ilmu Sosial dan Humaniora > Ilmu Komunikasi (S1)
Depositing User: Miftahul Ulum [IT Staff]
Date Deposited: 27 Nov 2014 08:57
Last Modified: 11 Jan 2016 08:44
URI: http://digilib.uin-suka.ac.id/id/eprint/14690

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